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Burger King's name has always made its No. 1 product clear: its
burgers. However, having recently introduced new fries, the
burger chain has rebranded itself "Fries King." Or so it appears.

In what is assumed to be a marketing ploy, Burger King uploaded
an album to its Facebook page on Wednesday titled " Fries King: The Recrowning," that shows
photos of a store sign, cups and shirts all branded with a new
"Fries King" logo instead of the familiar Burger King logo.

"And you thought we were bluffing," the company wrote on the
album. "From now on, it's all about the fries!" The restaurant
chain's logo on its website and Twitter page also now says Fries
King, with the small print explaining, "Formerly Burger King."

Burger King did not immediately respond to a request for comment.

Last week, Burger King unveiled
"Satisfries," a lower calorie, crinkle-cut fry. The chain
also recently debuted the French Fry burger, with fries placed
within two buns along with the beef patty.

Burger King has aggressively promoted the new fry offerings,
especially Satisfries. Both #Satisfries and #WTFF ("What the
French Fry") were trending on Twitter when the new fries were
rolled out on September 24. Burger King managed to snag airtime
on NBC's Today Show, as young men walked through the background
with "#WTFF" inscribed on a three-foot fry. Facebook, Instagram
and Tumblr have become social media venues for marketing the
fries, as all Burger King and WTFF2013 accounts post countless
artsy photos of the fries and their 3-foot long counterparts.

While Satisfries have received a lot of press, Burger King
customers are less excited about the chain's apparent name change
to Fries King. Twitter and Facebook users have responded with
confusion and skepticism. "'Burger King' is a well known family
name," says one Facebook user. "That is what most people loved
and remember about this franchise. Please keep it original!"

To the relief of Burger King traditionalists, it seems unlikely
that the name change is permanent. Further, despite the hype over
Satisfries, Burger King will also continue to sell its original
fries.